Herbie Calves discusses the novel custom-jet water flosser that entices people to floss more effectively and make it part of their daily oral care. The device drives new patient leads to DSOs and dental practices and helps hygienists help their non-flossing patients combat the prevalence of gum disease, which affects 47% of people over age 30 and 70% over 65.
DSOPro: Tell us about Proclaim Health.
The company was founded in late 2017. Our original founder, Mike Hanuschick, now a board member, was a product director at Intuitive Surgical. His grandmother was having health issues, and she’d always had some oral health issues, so he started looking at the data and the realities of the connection between oral health and systemic health. He made it his mission to find out more about it. One of the things he discovered was that manually string flossing and manually water flossing were the only methods to take care of gum health.
The data on that continues to grow. Recently, a 25-year study led by the American Stroke Association, a division of the American Heart Association, showed that flossing in general can result in a 44% reduction in stroke. There are different types of strokes, and a 44% reduction was the highest; another was 22%, and there was a 12% reduction in AFib occurrence. These reductions were independent of brushing and other oral health maintenance. Gingival health was improved as a result of string flossing, which is the only way many people can do it.1
Manual water flossing has existed since 1965. That’s a mature category and there are various brands and versions of the concept now. Interestingly, about half of our early adopters have a dusty water flosser in the cabinet. It’s still a messy manual process and you need to have a certain dexterity or skill set to use it.
Mike found that fewer than 27% of people floss regularly and less than 5% do it effectively. As a result, the numbers for the prevalence of gum disease, according to the Centers for Disease Control and Prevention (CDC), are just under half of adults—47% of people over age 30 have some form of gum disease. That number grows to 70% over 65. Combined with studies about the higher instances of systemic health issues tied to inflammation throughout the body, you begin to understand there is a major silent epidemic going on.2,3
I’ve been the CEO of Proclaim for about 3 years. After attending dental conferences, including the ADA Forsyth Dentech Conference last year, I have learned a lot about what the industry is doing to address the oral-systemic connection and drive awareness of it. I don’t have a dental background, it’s mostly consumer health, wellness, and technology. I look at this like “Sitting is the new smoking,” which was promoted pre-2010. Then Oprah’s 10,000 steps came out. Next, Fitbit came out, then Jawbone, and now Apple Watch pings me to stand up every hour. I have a standing desk that I adjust up and down all day long because you know how bad sitting is for you. The awareness of the oral health/systemic health connection really is growing.
DSOPro: Tell us more about the history of the company.
Mike was getting it going but when COVID hit, they went into a hibernation stage. As we were coming out of COVID, the company was recapitalized, I was hired, and we began working together.
The Proclaim Custom-Jet Oral Health System launched in February 2024. We started marketing just in California then built a national practice network. Now, we have about 774 practices across the country signed on as practice partners. About half of them are located in California because that’s where we first launched our consumer media. Those sales began driving customers to dental practices to get scanned for the customized mouthpiece. Now, we are focusing on selling through dental channels. As soon as we started shipping the systems, practices started selling them to their patients.
Currently, we’re rolling this out in Texas and in June, we’ll be starting in Metro New York. We’ll have territory managers and invest in media in four additional regions, then another four in September, and by the holidays we’ll be national. That’s our growth plan.
We had phenomenal clinical study results, which your readers can see on our website. We did a 30-day study at an ADA facility, Salus Research. There were 70 subjects in each arm of the study: Proclaim and brushing, string floss and brushing, and brushing alone. We saw 10 to 13 times more effectiveness in reducing gum inflammation and bleeding. We also saw about a 34% reduction in accumulated plaque and a 23% improvement in pocket depths or an 8 times and 5.4 times improvement over the string floss group, respectively, in the study, which was phenomenal.4 It has been really satisfying to see the reviews on patient outcomes in the real world coming to us from the hygienists and dentists who are seeing the results as well.
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DSOPro: How do patients obtain the system?
There are two ways people can purchase the system, which we’re promoting on social media and through reviews in publications. People can purchase it directly from our website and find a practice near them on the locator where they can get an intraoral scan, which can be done with any intraoral scanning system. The custom product is then delivered to the customer directly. The practice receives a scan fee from us but, more important for the practice, the patients we send to them for scans become a potential new patient lead.
The other way to purchase Proclaim is at the dental office. The hygienists at our practice partners may explain to patients, “I know you’ve struggled with flossing. You’ve tried everything and your pocket depths are growing. To avoid bigger problems over the next few years, I recommend you use Proclaim. It’s an easy-to-use customized device that takes just 7 seconds to clean your whole mouth.”
If the patient decides to purchase it, they can be scanned right then. Or they can get a code for an additional discount as they are leaving the practice, which also indicates it was sold through a practice, not on the website. We fulfill all orders. The practice doesn’t have to carry inventory or deal with fittings, etc.
Along the way, we began to realize that we’ve created a really powerful referral engine for practices and are driving patients to them. We want practices to embrace this technology and sell it to their patients as well, not just take the scan fee and the potential new patient leads. About 10% of the patients we send to them are becoming patients of record and might do whitening, aligners, veneers, or something else. If practices want to keep getting these highly qualified leads from us and the associated scan fees, all we ask is they recommend Proclaim to their existing non-flossing patients. And that’s nearly all of them!
DSOPro: How does this technology impact hygienists and hygiene appointments?
Some recent studies conducted within the industry have shown that one of the biggest challenges for practices is keeping hygienists happy and retaining them.5 Plus, there is a shortage of hygienists. This technology makes the hygienist’s job easier because the cleanings are easier for their patients who are using Proclaim. Hygienists feel like, “Nobody listens to me. Nobody flosses.” This is a solution that patients might actually use.
A video on our website asks viewers: “What if in just 7 seconds a day you could experience a whole new level of oral health without the time, hassle, or mess? And what if your routine was so quick and easy, you’d do it every day?
“Proclaim consistently cleans where brushing and flossing struggle to reach. Clinical studies show that Proclaim, when combined with brushing, dramatically reduces gum bleeding by 82% and gum inflammation by 41%. And we know that better oral health is a foundation for better overall health. Fast and effective cleaning every day, healthier gums, no mess in just seven seconds at the push of a button. Finally, an oral care routine you’ll enjoy for a healthier smile.”4
Additionally, to support hygienists, as well as Proclaim, we created incentives and engagement programs for hygienists. With our champion or ambassador program, they can accumulate points and get rewards, some of which are monetary.
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DSOPro: Do you see the hygienist as the sale point?
They’re the key. The practice owners must give it the thumbs up, but the hygienists are the ones who are talking to patients about their oral hygiene. Some of our lead hygienists have sold 70-80 units in the past year. One hygienist sold over 100. We advise practices to buy units for their teams to use because if they’re using them at home, they’re more likely to recommend them. So, we offer team member pricing. They may become a top-selling practice within weeks because the hygienists are using Proclaim at home.
New patient acquisition is a huge challenge for practices and we’re sending them highly qualified potential new leads. These people have said, “I will pay $500 to $600 for something that will help me improve and maintain my oral health.” That’s a great lead, not just someone who may come in only twice a year for cleaning.
We’re at the stage now with our growth trajectory that we think it is time to do a pilot with some of the bigger DSOs.
DSOPro: Tell us more about that.
DSOs are business minded. The patient outcomes with this product are game-changing. But aside from that, we have a strong business case for how we can effectively help practices grow by sending them highly qualified leads. So, it’s time to find the right partners for us from this perspective as well.
Some DSOs have a head of hygiene operations who can help ensure what we’re doing rolls into their workflow in the right way. We can engage hygienists in a way that a lot of practice owners are struggling with. We can be very efficient together. Practices selling to their patients of record are placed further up in the locator and are further identified by a gold badge next to their name.
The hygiene messaging is basically: “Meet Proclaim, the breakthrough oral health system that gives you a customized 360-degree deep clean with just the push of a button in only 7 seconds. Proclaim starts with a digital scan of your mouth and then custom engineers a mouthpiece just for you. Using patented technology, expert dental technicians at Proclaim perfectly position up to 60 pressurized jets for your unique mouth to send pulsing water between your teeth and below your gums, automatically blasting away food, plaque, and bacteria, removing debris that can lead to bad breath, gum disease, and other problems.”
We’re custom making these mouthpieces for every customer in a high-quality process from the intraoral scan to the CAD design, 3D printing, and the final quality checks. Every mouthpiece is tested for pressure on a hydro tester that measures the pressure readings at each of the water jets.
The hygienist can explain that the system is effective because of that personalization and that it’s very easy to use. People love it. It’s helpful for people who have dexterity issues and are unable to string or water floss. And it will also help their “non-flossers” —nearly everyone—be compliant with a home care regimen.
I should note that all our clinical studies have been done with just plain water. We have developed a minty concentrate that’s like an oral infusion of mouthwash that can be used to freshen your mouth and breath between brushings. People love that, too. The formula is effective, enjoyable, and habit-forming.
In one of our testimonials the doctor says he hasn’t seen an innovation like this in 40 years. We’re really focusing on our case study highlights. We’re accumulating real-world examples of the results clinicians are seeing.
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DSOPro: Tell us about your background.
I have a long career in consumer goods. I received my undergraduate degree at Notre Dame and my MBA at Emory University in Atlanta and then worked in consumer businesses for many years. My goal was always to work in a field I’m passionate about. My passion has always been two-fold: environmental and health and wellness.
I worked at Timex for many years and brought fitness technology—Ironman running watches, heart rate monitors, and GPS products—to market. I enjoy building businesses – sometimes from the ground up (this is my third startup) and sometimes within a larger company. My first start-up was a company called Link AKC, for the American Kennel Club. It was a health and wellness and location tracker for your dog that was wholly funded by the AKC. We would provide recommendations based on your dog’s age, weight, breed, on how to keep them healthy, and also about how dogs can keep you healthy—emotionally, mentally, and physically. I learned that you walk 30% more on average if you own a dog – that’s pretty interesting.
In 2019, I was hired as the first employee by a fund where the principal wanted to do something in the connected fitness space. With my experience in heart rate technology and interval training, as well as positive coaching, we built the “un-Peloton.” It was a version of a connected fitness system that gave people customized heart-rate zones. So, in 10 or 15 minutes, they could have an efficient, healthy workout on the bike, off the bike, and doing floor workouts. The trainers we recruited and the approach we took was not the competitive “Come on, you can do it!” They weren’t perfect people with perfect bodies in perfect homes. It was positive coaching, start-your-day-with-an-affirmation and the right mindset. We were doing well and then it really took off during the pandemic. We went from $0 to $130 million in sales in 18 months. We ended up merging with The Beachbody Company and going public in 2021.
After that I needed a breather and was looking at different opportunities and the macro trends in health and wellness. One of them is Healthspan. Another is reducing inflammation in the body and systemic diseases. Personalization was another big trend—personalized vitamins and things like that. When I saw Proclaim, which was brought to me by a recruiter, I nearly fell off my chair. This brings together so many different important areas of living healthy. What is it that people are supposed to do every day that hasn’t been disrupted by technology in a meaningful way? When I saw this system, I thought, “Yep, that’s it.”
Even I, as health conscious and into wellness and in this industry for 20 years, knew this was an area I cheated on. I tried to floss. I didn’t do it well. I’d go to the dentist. My gums would bleed. It would be embarrassing when the hygienist was cleaning my mouth. Everybody needs Proclaim!
References
1. Heart.org. Heart Attack and Stroke Symptoms. Regular dental flossing may lower risk of stroke from blood clots, irregular heartbeats. American Stroke Association International Stroke Conference 2025 – Abstract 19. https://newsroom.heart.org/news/regular-dental-flossing-may-lower-risk-of-stroke-from-blood-clots-irregular-heartbeats. Accessed April 29, 2025.
2. Fleming E, Nguyen D, Woods P. Prevalence of daily flossing among adults by selected risk factors for periodontal disease—United States, 2009-2014. J Periontol. 2018;89(8):933-939.
3. Eke Pi, Dye BA, Thornton GO, Genco RJ. Prevalence of periodontitis in adults in the United States: 2009-2010. J Dent Res. 2012;91(10):914-920. https://pubmed.ncbi.nlm.nih.gov/22935673/. Accessed April 29, 2025.
4. Milleman KR, Milleman JL, Gaff M, et al. Clinical efficacy of the oral health system by Fresh Health Inc. in adults on gingivitis and plaque in a 3-arm 30-day study as compared to string floss and manual brushing. Compendium. 2023;44(Suppl 1): 4-13. https://lsc-pagepro.mydigitalpublication.com/publication/?m=7801&i=780790&p=1&mkt_tok=ODI0LVhPRy0wNTQAAAGJkyw2mm36lwxqrR9oOVE90p0JJWD6YTfiW_UxLzNVDKcumBIAFE2sEC1GaLpqhK36oGd39v_CY-SrI2SquRc&ver=html5. Accessed April 29, 2025.
5. American Dental Association. Health Policy Institute. Economic Outlook and Emerging Issues in Dentistry. Insights from data from Q4 2024, Plus: a look ahead into 2025.
More from the Newsletter
Herbie’s 30-year career has focused on building brands in health and fitness with innovative solutions to help people lead healthy fulfilling lives. He is currently serving as CEO of a venture capital backed health tech start-up, Proclaim Health. Prior to joining Proclaim, Herbie co-founded and successfully exited two different ventures – a pet technology start-up, Link AKC, in partnership with The American Kennel Club, and a connected fitness start-up, Myx /”MIX”/ Fitness, which he took from concept to $130 million in sales resulting in a merger and IPO with The Beachbody Company. In 2018, Herbie was recognized by Forbes as “one of 50 CMOs who are redefining the role and who embody all that the role is becoming, can be and will be in the future.” Prior to his time as an entrepreneur, Herbie spent nearly 20 years in consumer packaged goods and consumer electronics managing businesses such as Lysol, Woolite, Timex, Ironman, and LensCrafters.
Proclaim™
Proclaim is dedicated to pioneering breakthroughs in personalized, automated, everyday solutions that transform oral care routines for the healthiest lives. The company’s first product, the Proclaim Custom-Jet Oral Health System, is the world’s first and only custom-fit, fully automated solution that delivers 360-degree deep cleaning between the teeth and below the gumline in just 7 seconds of active treatment, every time. Proclaim is the most advanced oral health system ever created for a professional-level clean at home and has been clinically shown to reduce gum disease in just 30 days. Headquartered in Mountain View, California, the team of world-class engineers, clinicians, and designers were brought together to develop breakthrough technologies that enable sustainable habits for the healthiest lives, starting with a focus on eliminating preventable oral diseases.
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